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The new consumer appetite

Get ready for a major shift that is happening in how people experience food, driven by the rise of GLP-1 prescriptions. These medications are now being widely prescribed for weight loss.

GLP-1s mimic a natural hormone that regulates appetite, digestion and blood sugar. As a result, people taking them tend to eat less and often find their food preferences changing. This is more than a diet trend – it’s a structural global shift in consumer behavior that’s already impacting millions. How can we create products that fit the new reality of smaller portions, altered taste preferences and higher nutritional expectations? 

A handful of statistics

Currently in the U.S. about 6% of adults are using the medications, with 30% to 35% interested in using them - demand is rising rapidly in other regions, too. In Europe, adoption has grown steadily across countries like the UK, Germany and France, supported by broader clinical access. In Asia-Pacific the GLP-1 therapies market generated over 1.1 billion dollars in 2024 and is expanding at double-digit CAGR, signaling growing awareness and uptake beyond North America.

According to Innova’s 2024 survey, more than 1 in 4 consumers are actively managing their weight, and GLP-1 medications are increasingly part of that journey. For food and beverage manufacturers, this presents both a challenge and an opportunity.

We’ve identified five key areas of innovation that guide how we support product development in this changing landscape. Each one reflects a shift in what these consumers need and expect from food and drink.

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